University renews its ‘World Needs More Cowboys’ campaign

The University of Wyoming is renewing its year-old marketing campaign that proclaims “The World Needs More Cowboys.”

University officials said last week the campaign helped build enrollment and sell merchandise and has been popular among Wyoming residents.

The Casper Star-Tribune reported Wednesday the second phase will last a year and will include digital advertising inside and outside the state. The budget is just under $1 million.

The university budgeted $1.4 million for the first 12 months of the campaign, which plays off the school’s Cowboy mascot.

Some faculty members criticized the original campaign, saying it was sexist and promoted a while male stereotype.

University spokesman Chad Baldwin said the campaign is aimed at changing the traditional image of a cowboy and is meant to be an inclusive and diverse effort.